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You are given a leaflet. You suddenly notice that everywhere you go, you are being followed, by a dog. How would you react?
Battersea Dogs & Cats Home launched an outdoor, interactive campaign last week at Westfield Stratford City in London, which uses to innovative technology to connect and emotionally engage with passers-by to help rehome our dogs.
Battersea representatives handed out specially created leaflets at Westfield Stratford City, containing an RFID tag. As people walk past the digital billboards around the shopping centre, the technology-enabled leaflet activates former Battersea resident Barley on the screens, who then ‘follows’ them around the shopping centre from screen to screen.
It is hoped that the emotional engagement people experience with Barley will generate heightened awareness of our dogs and encourage people to support us in a number of ways.
A similar technique was used by British Airways for its “Magic of Flying” campaign.
Carly Whyborn, Battersea’s Head of Operations, said, “We’re very excited about the #Lookingforyou campaign – as a nation of dog lovers we’re hoping it strikes a chord with people. Battersea rehomes animals all over the UK and beyond and this could help encourage people to choose a rescue dog. We’re using innovative technology in a way that has never been seen before, and we hope more of our abandoned animals find loving homes because of it.”
#LookingForYou was designed and implemented by OgilvyOne UK.
